What is a PSA?• A message broadcast on radio, television, print media, or the Internet.• Intended to modify public attitudes by raising awareness about specific issues.• Part of a public awareness campaign to inform or educate the public about an issue such as smoking or compulsive gambling. http://en.wikipedia.org/wiki/Public_service_announcement
As Defined by the FCC• “Any announcement (including network) for which no charge is made and which promotes programs, activities, or services of federal, state, or local governments (e.g., recruiting, sale of bonds, etc.) or the programs, activities or services of non-profit organizations (e.g., United Way, Red Cross blood donations, etc.) and other announcements regarded as serving community interests, excluding time signals, routine weather announcements and promotional announcements." http://www.museum.tv/eotvsection.php?entrycode=publicservic
Came into being with theentry of the United The Beginning ofStates into World War II. PSA’sRadio broadcasters andadvertising agenciesoffered their skills andfacilities toward the wareffort and establishedthe War AdvertisingCouncil which becamethe official home frontpropaganda arm of theOffice of WarInformation. http://www.museum.tv/eotvsection.php?entrycode=publicservic
Rosie theRiveterAccording to theEncyclopedia ofAmerican EconomicHistory, the "Rosie theRiveter" movementincreased the numberof working Americanwomen to 20 million by1944, a 57% increasefrom 1940. http://en.wikipedia.org/wiki/Rosie_the_Riveter
The Ad Council• By the end of the war, the practice of volunteering free air time had become institutionalized as had the renamed Advertising Council, which now served as a facilitating agency and clearing house for nationwide campaigns which soon became a familiar part of daily life.• "Smokey the Bear" was invented by the Ad Council to personify its "Only You Can Prevent Forest Fires" campaign• "A Mind Is a Terrible Thing to Waste" raised millions for the United Negro College Fund• The American Cancer Societys "Fight Cancer with a Checkup and a Check" raised public awareness as well as funds for research and patient services. http://www.museum.tv/eotvsection.php?entrycode=publicservic
The Fairness Doctrine• The ultimate demonstration of the effectiveness of public service announcements came in 1969. Two years earlier, a federal court upheld the FCCs application of the Fairness Doctrine to cigarette advertising on radio and television, and ordered stations to broadcast "a significant amount of time" for anti-smoking messages.• This effectively meant one PSA for every three tobacco commercials. The PSAs proved so effective that smoking rates began to decline for the first time in history, the tobacco industry withdrew all cigarette advertising, and Congress made such advertising illegal after 1971.• Public health professionals credit the PSAs with having saved many millions of lives by initiating the decline in American smoking. http://www.museum.tv/eotvsection.php?entrycode=publicservic
“This Is Your Brain on Drugs”• The Advertising Media Partnership for a Drug-free America was set up by a group of media and advertising agency executives, spearheaded by Capital Cities Broadcasting Company, then completing the take-over of ABC.• Rallying unprecedented support, the organization mounted the largest public service campaign ever. Indeed, at its height, with more than S365 million a year worth of print lineage and airtime, it rivaled the largest advertising campaign.• During the first years of the campaign, its research team documented considerable difference in attitudinal and behavioral change among young people. http://www.museum.tv/eotvsection.php?entrycode=publicservic
The Goal of a PSAThe goal of a PSA is to get someone to ACT, or change their BEHAVIOR.
Components of a PSA• Target Audience• Message• Organization• Tag Line
Target Audience• It is important to think about the intended audience of your PSA. • What elements you include, as well as how you present the information, will vary based on your target audience.• Demographics to think about: • Age • Gender • Race • Socioeconomic Class • Education • Sexuality • Geographic Location • Values and Morals • Interests (sports, entertainment, etc.) • Religion • Politics
Message• Without a clear message, the PSA is not useful to the viewer.• Examples of messages include: • Don’t drink and drive • Drugs are unhealthy and destructive • Failing to put out a campfire can cause a forest fire
Organization• At the end of a PSA, it’s important to put contact information for a local or national organization. This allows the viewer an opportunity to contact someone for more information or help.
Tag Line• A tag line is a catchy one-sentence slogan that is stated toward the end of the PSA • It should be easy to remember • Keep it short and simple! “Only YOU can prevent forest fires!” “Got Milk?”“This is your brain. This is your brain on drugs. Any questions?”